The casualwear industry in China had experienced fast growth in the past decade. Competition was intensifying as Chinese casualwear brands matured and as established foreign retailers entered the market. Case (A), as the introduction of the case series, describes the casualwear market in China, Chinese consumer development and the competition. Cases (B), (C), (D) and (E) describe the development and corporate strategies of four brands, namely Giordano, Metersbonwe, H&M, and Uniqlo, respectively.
Casual Wear Industry